It brought personal digital assistants into our kitchens with Echo, a connected speaker. Now it can see, so Amazon wants to come into our bedrooms to help us choose more flattering outfits.

The new Echo Look appliance features a depth-sensing camera, built-in lighting and Style Check software that uses the latest advances in machine learning.

It’s a big jump for the technology. It could be bigger for Amazon’s bottom line.

The online retailer claims the algorithms are supplemented by fashion specialists. When you tell Echo Look to take a picture or video, it will send the image to the cloud, store it, perform data analytics, then offer recommendations based on current trends and what looks good on you.

In theory, it’s cool. It’s kind of like having your own personal stylist.

In reality, Amazon is dictating what is cool. Telling you what its algorithms have been trained to think looks good. And all of it can be yours for one low price. Just say the word.

The market is already big. Statista forecasts online sales of footwear, apparel and accessories will reach $90.34 billion in 2020. That is up from 2017 estimates of $69.82 billion.

Still, by Amazon standards, cracking the code has been a struggle thus far. It would dearly love to be a bigger player in the “fast fashion” business. That’s the lucrative part of the business that pushes fashion-show trends into retail stores at staggering speeds. It’s trendy stuff with lots of repeat customers. That should be Amazon’s wheelhouse.

But it has not really worked out that way. Buying clothing online is hit and miss. Customers want to know how garments fit, how they feel. Echo Look will help. It will know everything about you, especially your size and your preferences. It will live in the cloud, so you can take it on the road. And it’s always learning.

Alexa, take a selfie. What do you think? Does this make me look fat?

Making it easier for customers to buy things they love has been the basis of Amazon’s recommendation engine.

In many ways, it’s a natural evolution. Since inception, Amazon has been using artificial intelligence to make it easier for customers to buy things they love. It’s the basis of its recommendation engine. Using AI and the copious amounts of data most people freely offer online just makes sense.

It’s also the clearest way to monetize that data. It’s the best business model. This is important because other technology firms are in the game, too.

Recently, Alphabet announced its connected speaker, Google Home, has the ability to recognize different voices.